“Indeed, there’s enthusiasm for something! Let’s increase that!” Cullum remarks. “Let’s have a clientele to cater to.”
Cullum notes that THC seltzers don’t move off the shelves as quickly as popular beers like local IPAs, yet they are attracting repeat patrons who request them specifically. He envisions that in the future, these beverages will simply be an integral part of the drink menu that necessitates decreasing amounts of explanation.
“The more prevalent it is in the market, the more it dispels myths,” he explains.
Will these THC beverages replace alcohol at Attagirl? Cullum believes not. While some individuals do entirely replace cannabis with alcohol, this doesn’t seem to have a significant impact on drinking habits.
Research of federal statistics by Sightlines, a platform providing insights into alcohol and cannabis of which I also report, indicates that in the majority of states where recreational cannabis has been approved, per capita alcohol consumption rates have actually risen since legalization. States like Colorado and California experienced double-digit rises in per capita alcohol use post-legalization. One reason could be that THC and alcohol fulfill different roles for many users. Sleep, relaxation, and mood enhancement are typically the primary reasons individuals cite for THC use, whereas others may lean toward alcohol for energetic social interactions.
Nevertheless, it’s the cultural equivalence of alcohol and THC that seems crucial to the normalization of cannabis and hemp. Alcohol is intricately woven into our American customs, with the Fourth of July consistently being the peak sales week for beer. If THC beverages can feature in the same gatherings such as barbecues and pool parties, they will ultimately establish cannabis as just another means for adults to enjoy a buzz.
“Anyone going to a bar nowadays knows which brands to request,” states Eliza Colon-Harris, a 33-year-old makeup artist from New Orleans. She still drinks alcohol occasionally, but believes her city serves as a preview of what a “420-friendly” environment resembles. More often, she finds herself opting for a Louie Louie blackberry lemonade instead of an espresso martini. And unlike the past when she might have needed to step into an alley with a joint or vape, Colon-Harris can enjoy a little THC without needing to hide.
“I share it with everyone.… My friends are eager to try them. I’ll randomly mention it to people at the bar,” she remarks. “I can’t stop telling others how fantastic it is and how pleasant it is not to suffer from a hangover.”
